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ERIC Number: EJ1083856
Record Type: Journal
Publication Date: 2015-Nov
Pages: 9
Abstractor: As Provided
ISSN: ISSN-1941-3394
Using a Brand Revitalization Project to Develop Students' Analytical and Creativity Skills
Geissler, Gary L.
Journal of Instructional Pedagogies, v17 Nov 2015
The skillset that students acquire during college is not always well-aligned and/or well-developed relative to the skills needed to be successful in the business world. Employers have complained for many years that graduating students often lack adequate critical thinking and communication skills, in particular. In the marketing field (and other disciplines), students can also benefit from developing creativity skills. In an effort to address these concerns, the author has effectively used a brand revitalization project in several marketing courses. Finding ways to revive mature or dying brands requires somewhat of a marriage between art and science. That is, students must develop their creativity via brainstorming and "thinking outside the box," as well as their analytical and problem solving skills. An online survey was conducted among a sample of 176 marketing students who completed the brand revitalization project. The results show that the respondents found the group project to be both interesting and enjoyable, enhancing their knowledge of brand strategy. Also, students strongly agreed that the project was helpful in developing their analytical, problem solving, creativity, communication, and teamwork skills.
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Publication Type: Journal Articles; Reports - Research; Guides - Classroom - Teacher
Education Level: Higher Education; Postsecondary Education
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A